Forum 5, Questions 6-7 (1).docx

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Running head: FORUM FIVE QUESTIONS 6-7, AMERICAN AIRLINES 1 Forum Five Questions Six through Seven, American Airlines Rebecca Foster Liberty University
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FORUM FIVE QUESTIONS 6-7, AMERICAN AIRLINES 2 Forum Five Questions Six through Seven, American Airlines Due to the highly competitive nature and constant changes within the airline industry, it is hard to determine a market leader. Kotler and Keller define the four market positions as: leader (40%), challenger (30%), follower (20%), and nichers (10%) (Kotler & Keller, 2016). The top U.S. airlines in the period of April 2017 to March 2018 assumed 18.3%, 18.2%, 16.8%, and 14.9% of the market share being American Airlines, Southwest Airlines, Delta, and United, respectively. Percentage-wise, none of these fit Kotler and Keller’s model range for market position. Global rankings for up 2018 so far have determined the top three airlines based on revenue are: Lufthansa, American Airlines, Delta, and United (Jammula, 2018). American seems to have increased its market share as of this year, with other statistics showing that as of 2017, Southwest was the head of the U.S. domestic market with a market share of 20.68% versus American’s 15.66 percent (Statista, 2018). American currently practices industry market leader strategies in how they seek to protect their market share and maintain their status as the world’s largest carrier in number of flights and destinations, as well as revenue (Fortune, 2017).
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  • Spring '12
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